Title: VP-digital marketing manager, enterprise social media Company: Wells Fargo & Co. Years in current job: 3
Wells Fargo & Co. continues to build on the “Conversations” campaign it introduced last year, rolling out new ads in May featuring the Wright brothers, Rosa Parks, Jane Goodall and other iconic figures. The premise is inherently social: “When people talk, great things happen.”
The financial services company is increasingly fostering those conversations online, said Gina Ballenger, who oversees social media marketing across the enterprise.
“We can talk about products and services, but [the campaign] is really about connecting with our customers and telling their stories—the conversation that a small-business owner may have with a banker, a long-haul discussion. Social is a natural space for those conversations to come to life.”
Ballenger and her team have worked to create a unified social media strategy, establishing guidelines and best practices to guide Wells Fargo employees responsible for the development and management of social channels. Wells Fargo has eight public-facing blogs, multiple Facebook and Twitter accounts, a YouTube channel and a customer forum.
To coordinate the effort, the company organizes a biannual conference that brings together its primary social practitioners. A content strategy team focuses on the development of digital assets, telling customer stories designed to humanize Wells Fargo products and services. Internal conversations are considered just as vital as external ones. “It's about having constant communication and education,” Ballenger said.
Ballenger has worked with Wells Fargo since the company introduced its first blog. The operation has come a long way since that first post, she said.
“Eight years ago we were in an experimental stage with social,” she said. “Now we are in a much more intentional stage. We make sure that what we build on an enterprise level is shared. We're not building it in a silo.”